Malaysian Halal Products in Canada: Building Momentum Beyond the Ethnic Aisle

Canada’s growing Muslim population and appetite for international flavours are creating new opportunities for Malaysian halal products. Turning this potential into sustained sales, however, will require exporters to combine trusted halal credentials with the right products, positioning and Canadian partnerships.

According to Statistics Canada, Muslims represented 4.9 per cent of Canada’s population in 2021, up from 2.0 per cent in 2001. Large Muslim communities can be found in urban centres such as Toronto, Montreal, Ottawa, Calgary and Edmonton. These communities are also culturally diverse, creating demand for a wide range of flavours and product formats.

For Malaysian companies, opportunities extend beyond meat to ready-to-eat meals, frozen foods, sauces, cooking pastes, snacks, confectionery, beverages and coconut-based products. There is also potential in food ingredients, private-label manufacturing, cosmetics and personal care.

Malaysia enters this market with a credible halal proposition. The country’s halal exports reached RM68.52 billion in 2025, an increase of 10.9 per cent from the previous year. Food and beverages contributed RM36.86 billion, followed by halal ingredients at RM21.39 billion.

Malaysia and Canada are also partners under the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP). Malaysian exporters can leverage the agreement’s preferential market access, including reduced or eliminated tariffs for qualifying products, subject to the applicable tariff classification and rules of origin. Beyond tariff benefits, the CPTPP provides a supportive framework for strengthening supply-chain linkages and developing long-term partnerships with Canadian importers and distributors.

Nevertheless, halal certification alone does not guarantee commercial success. Canadian buyers also consider price, packaging, shelf life, product differentiation and reliability of supply. Malaysian exporters may therefore need to adjust packaging sizes, flavour profiles and branding to suit local preferences.

Beyond the ethnic aisle

Independent halal supermarkets, Asian grocery stores and community-based distributors remain valuable entry points for Malaysian products. These channels understand their customers and are often more receptive to unfamiliar imported brands.

However, they should be viewed as a launchpad rather than the limit of a brand’s Canadian ambition. Products that build demand through specialist retailers can subsequently move into foodservice, private-label arrangements, regional supermarkets and mainstream retail categories.

Malaysian companies should therefore promote not only their halal credentials but also broader qualities such as convenience, flavour, quality and versatility. A Malaysian cooking paste, for example, can appeal to Muslim consumers seeking halal assurance and to other households interested in convenient international cuisine.

Exporters must also meet Canadian regulatory requirements. When a halal claim is made, the complete name of the person or organisation that certified the food must be identified. Mandatory information on consumer-packaged food must generally appear in English and French. Exporters should work closely with their Canadian importers on labelling, ingredients and documentation before shipping.

MATRADE Ottawa’s role

The Malaysia External Trade Development Corporation, or MATRADE, is Malaysia’s national trade-promotion agency under the Ministry of Investment, Trade and Industry.

Recognising the growing potential of the Canadian market, MATRADE established its Ottawa office in September 2025. Based at the High Commission of Malaysia, the office serves as a bridge between Malaysian exporters and Canadian importers, distributors and retailers. It provides market intelligence, facilitates business introductions, promotes Malaysian products and capabilities, and helps Canadian buyers identify suitable Malaysian suppliers.

MATRADE Ottawa also links Canadian companies with the Malaysia International Halal Showcase, or MIHAS, Malaysia’s flagship international platform for halal trade.

Connecting Canada with MIHAS 2026

MIHAS 2026 will be held from 23 to 26 September at the Malaysia International Trade and Exhibition Centre in Kuala Lumpur. Hosted by the Ministry of Investment, Trade and Industry and organised by MATRADE, its 22nd edition carries the theme “Shaping Trust, Driving Resilience.”

The showcase covers 14 halal-related clusters, including food and beverages, ingredients, pharmaceuticals, cosmetics, Islamic finance, modest fashion, technology and services. Its International Sourcing Programme connects international buyers with Malaysian exporters through structured business meetings.

More than 500 international buyer and importer applications have been received for MIHAS 2026, including premium buyers from Canada. Following this response, MATRADE raised the event’s sales target from RM4.5 billion to RM5 billion.

To further strengthen Canadian engagement, the High Commission of Malaysia in Ottawa and MATRADE will also organise “The Global Prospect of Halal for Businesses” on Monday, 21 September 2026, from 10:00 a.m. to 2:00 p.m. at KPMG, 150 Elgin Street, Ottawa.

The briefing will highlight global halal opportunities and ways for Canadian businesses to engage with MIHAS and Malaysian suppliers. Registration is available through the MIHAS 2026 Ottawa Briefing page: https://www.eventbrite.ca/e/unlocking-the-multi-trillion-dollar-global-halal-economy-tickets-1999032318477?aff=oddtdtcreator

For more information, email [email protected].